What is the most important thing for sponsors at live events?

Joe Parsons emphasizes that the live experience must be the priority - 'what happens on the track is the most important.' The people who chose to get out of the house, drive or fly to attend an event - those are his people, and their experience needs to come first. Everything else (TV coverage, streaming, media) is 'just added value.' However, if you get the core experience wrong, that added value can actually hurt you. He's seen situations where great TV numbers meant nothing because the actual racing was poor - 'that means that many more people watched shit.'